In collaboration with the creative agency BETC Paris, the popular fitness app Strava and sportswear brand Distance launched a unique and attention-grabbing event at Paris Fashion Week.

"CatRace"—a clever play on "catwalk" and "race"—was described by Spanish newspaper Mundo Deportivo as "a spontaneous and daring collaboration, resulting in the 'fastest fashion show in history,' literally".

"CatRace" was the fastest fashion show in history.

Instead of models strutting down a runway, professional sprinters showcased the clothing. The goal was to bring genuine athleticism back to sportswear at one of the world's biggest fashion events.

"Paris Fashion Week was the perfect time to juxtapose Distance’s values with the fashion world, where the vision of sportswear is often far removed from actual sport," said Guillaume Pontier, Distance co-founder.

Each outfit was presented by elite runners who sprinted past the audience, mimicking the experience of running on city streets. The fast-paced, energetic show featured athletes in clothing designed by stylist Stephy Galvani.

An athlete sprints past the audience during the fashion show.

"For us, building a bridge between the creative industry of fashion and the world of sport was obvious, especially during this culturally significant time in France and internationally," said Gregory Vermersch, Strava's Europe, Middle East, and Africa (EMEA) director.

The show, produced by Soldats and directed by Guillaume Allantaz, was intentionally brief. The audience had mere glimpses of the outfits as the athletes sped by. However, slow-motion video footage was posted on Distance's Instagram, along with a complete photo collection, allowing fans a closer look.

CatRace subtly critiques the increasing commercialization and fashion-focus of running. Today, many approach running as a means of personal style expression, prioritizing expensive or elaborate outfits, sometimes losing sight of the sport's simple, pure essence.

CatRace is an attempt to bring running back to its roots, away from superficial displays, and refocus on movement, sweat, and the rhythm of the run.

The event quickly resonated within the fashion and sports communities, offering a fresh approach for specialized brands seeking authentic engagement with their audience—no spotlight needed, just good shoes and a long enough road.

Hong Duy (according to Mundo Deportivo)